How does the experiential value effect on customer decision-making in tourism and hospitality: the mediating role of viral marketing?

The research aims to identify the influence of experiential value (EV) on customer decision-making (CDM): mediating role of viral marketing (VM) in tourism and hospitality. This research used a quantitative approach and primary data was collected by questionnaire. A convenience sample technique was employed to collect data from customers of four and five-star hotels and travel agencies in Sharm El Sheikh city. Out of the 500 questionnaires distributed, only 375 were returned with a response rate of 75%. To test the research model, structural equation modeling (SEM) using partial least squares (PLS-SEM) was used. The results showed that EV has a positive effect on CDM. It reported that there is direct relationship between effect of experiential value and viral marketing. Thus, EV has a positive effect on VM. It explained that there is a positive influence that indicate the relationship between VM and CDM. Also, it showed that EV was indirectly influences on CDM through VM as a mediated. Consequently, the study hypotheses were approved. This research contributes to EV and VM knowledge through associating EV and VM to CDM. Also, examining their effects on the customer decision making. This study has some obstacles that it faced, including the process of distributing the questionnaire to customers is not easy in order to avoid annoying them, and thus some errors appeared in data. The study suggests conducting further research to compare the study results with other studies in different contexts to identify differences and enhance the generalizability of the results.